The accounting software company’s new partnership with the Football Association plays into the brand’s history of “backing the underdog”, says marketing boss John Coldicutt.
Nike’s ad landed in top 20% of all UK ads for its ability to actively involve viewers, scoring similarly on its contribution towards building brand affinity.
The Gym Group is on a mission to drive awareness, as marketing director Emily Kortlang admits it doesn’t currently match up with what the business has achieved.
A commitment to data, combined with the campaigning spirit of the Obama administration, helped the marketers behind the London 2012 Olympics build a lasting legacy.
England’s 2 – 1 victory over Germany to clinch the nation’s first Euros win – in either the men’s or women’s game – was watched by record-breaking TV audience of 17.4 million.
Attracting sponsors from Lego and Starling Bank to Pandora and LinkedIn, women’s sport is revving up for a record year fuelled by the return of the Euros.
Home to league leading clubs across five continents, including the Premier League champions, the City Football Group is intent on sharpening its brand storytelling to deliver on its key metric – fan engagement.
New regulations will force the likes of Paddy Power, Coral Racing and BetVictor to rethink their advertising partnerships with high profile sportspeople and reality TV stars.
Betway believes its new sonic brand will help it to cut through in the competitive and homogeneous sports gambling sector, as Mark Ritson labels the asset “one to watch”.
With statistics revealing a record 32.9 million people in the UK watched women’s sport in 2021, broadcasters and brands have a significant role to play in helping the sector achieve its £1bn goal.
Ellie Norman has stepped down from the role ahead of taking on a new challenge.
When everyone was talking about Messi, Budweiser and Copa90 created a campaign that would ensure the drinks brand was seen as more than just a mere part of the conversation.
From Nike to EA Sports, brands blurring the lines between entertainment, social conscience and the desire to lead are gaining cultural credibility in the world of sport.
BT Sport head of marketing Ed Cracknell says strong creative work can still be produced on a budget, if marketers allow their agencies the time and freedom to create bold ideas.
In the latest episode of Marketing Week’s podcast series, the NFL’s commercial director Michelle Webb celebrates the ‘great Americana’ of one of the world’s biggest sport brands.